To generate more fencing leads for your business, you need money, time, and a plan. Otherwise, you are either going to get unqualified leads or waste your resources. Lead generation strategies always work for fencing businesses that are starting or have been operating for a while. Therefore, there is no such thing as a specific preference depending on how old the business is.
However, it is crucial to focus on the traditional options like newspaper and radio station ads while also integrating online strategies. Creating your website, using PPC, SEO, and many more are just a few we can mention right now.
Utilizing all of them should be compiled in a plan that can show you a roadmap of what to do. Just like a business plan you are familiar with, this lead generation will require a similar one.
Do your best to include all the lead generation strategies below and be patient but hardworking to achieve the desired results.
You DO Need PPC (Pay-per-click) Advertising
PPC advertising is a great way for generating leads for your fence-installation business as long as you know how to work with it instead of continuously spending money on it.
In case you aren’t that familiar with it or don’t understand its relevance, the explanation is simple: when users search, PPC ads appear at the top in the search results right above organic results and are tagged with “ad” in order to indicate paid content.
This means users prefer them and give you a huge chance to be chosen when they are trying to find something or someone.
However, for it to work, you need to know a few factors and work on them:
- Workaround keywords and their selection.
PPC allows you to choose the keywords and phrases that will trigger your ads, and this is the simple yet crucial part of how they work and how you get them to be featured.
But, how do you choose these keywords? Simple, keyword research.
Choose the right keywords to make sure you appear in relevant results focused on your company’s goal and niche.
Keyword research tools can help you identify keywords that are relevant to your business instead of searching for them manually when you have no idea of how much people are using them to find fencing services instead of general info.
When you are doing keyword research, be sure to focus on long-tail keywords, and those are the ones that include three or more words.
Long-tail keywords are more effective than short-tail keywords that only contain one or two words because they are more specific and accurate when people are looking for companies and services.
Long-tail keywords will bring you more leads for your fencing business. A person searching for “fence installers in Pennsylvania” is more likely to be interested in your business than someone who searches for “fencing service.”
When using them, you are guaranteed to get more sales qualified leads for your company instead of those that aren’t really worth it.
- Focus on the bidding process.
When you have chosen the keywords, you will need to place your PPC ad against other advertisers, and your maximum bid is the price you will pay for each click on your ad.
Maximum bids are flexible and can be modified at any time. Because it provides an estimate of the value of the keyword, keyword research is important when setting your maximum bid, so this is an aspect you must consider during your research since this will ensure you choose the correct bid amount for the keyword.
Google will consider your maximum bid and quality score to determine your placement. After you have received it, you can launch your campaign.
But with this clear, why would you use PPC to generate leads in specific?
The main reason lies in the fact that it brings in the most valuable leads since over 67% of users won’t visit a second page when doing a search.
Instead, they will focus on the first one and the very first results.
This means that the most qualified people will click on your ad. These leads are valuable and take time to learn more about your business, and this is equal to them is worth your time and money.
Utilize Content Marketing
More than approaching your potential clients and visitors with a selling offer or just trying to get them to hire your services, what about offering something information?
People are looking for tips, advice, and instructions to help them do something, and, in this case, that “something” is fencing and anything related to it like repairs, painting, and even installing.
To get your audience interested in your business, you can provide information about fencing and keep them interested in your business by showing how they can do minor repairs or handle certain elements. Of course, you need to be just a bit “salesy” and mention they need professionals for major projects.
Content marketing can be one of the best ways to get leads interested in your company.
What content types can you create? You can create blogs, infographics, or ebooks to engage your audience in your business.
You are an expert in your field and can share your knowledge with your audience.
Make sure your content is relevant when creating it. It is important to create content that appeals to your audience.
When relying on this method, you will be able to establish authority in your industry.
Content marketing will help you to get more leads and make your business more popular. This will allow you to build brand recognition and increase conversions for your fencing company in the short and long run, and even if the content turns old over the years.
Don’t Miss Social Media Marketing
Social media marketing can help you get valuable leads and build relationships that will encourage them to hire your services or buy something in stock.
Relationships are everything for every business, and the beauty of social media is that it works for all niches and industries.
However, you will need to have some considerations and create a plan for social media to work for your fencing business or as a professional and independent contractor.
For starters, choose the social media platform you will use for your marketing efforts that suits your niche the most.
Facebook, Twitter, Instagram, and LinkedIn are great ways to connect with your target audience and the most used ones by businesses and independent individuals.
Because you want to target people who use these platforms the most, your target audience will help you choose the best platforms for your campaign. What does this mean? You need to find out where they are spending their time.
After you’ve chosen your platforms, you can start creating content, and each platform will determine it since not all of them optimize the same formats or help you obtain the same results.
You can choose from photos and videos as well as links and polls on platforms such Facebook and Twitter. You’ll be able to post a variety of content if your target audience is on these platforms.
Others, such as Instagram, offer fewer options. Instagram allows you to post only photos and videos, reels, and anything that is visual.
When using it, the good part is that you can be creative and come up with new ideas to engage your audience.
Finally, paid ads are available on every social media platform.
This is a great way to generate new leads for your fencing company since there are many people who are interested in your services but haven’t yet found your page.
You can reach people looking for fencing businesses by creating paid ads. This will bring in new leads for your business, which you can nurture to convert.
Rely on the Old Way: Yard Signs
Not everything is about technology, online lead generation, and the usual Internet yet.
This means you can rely on other strategies that were often used, but people seem to forget just because they have a smartphone and computer.
Yard signs can be put up where they are legal, and you can get many fencing leads thanks to this.
You don’t have to place yard signs on every phone pole but rather determine where most of your target audience resides.
An EDDM marketing campaign combined with yard signs can make a big difference for your fence company.
A similar type of property, same demographic, or details, etc., are the aspects you need to consider when looking for someone.
You might be working when they are at work, so truck lettering can’t be used if they aren’t there to see it. Yard signs are a great way to help.
Perhaps a neighbor sees the fence and comes home to admire it.
You Can’t Forget It: Search Engine Optimization (SEO)
By this point, who hasn’t heard about SEO at least once and briefly? After all, it is one (if not the best) of the best methods to reach your audience and generate fencing leads.
This method involves a lot of things, including optimizing your website’s ranking in search results for certain keywords and phrases. This helps your audience find your website when they are searching for information or services.
This is especially true when you consider that 75% do not go beyond the first page of results when using search engines such as Google.
It is important that your website appears on the first page of results when people search for services that you provide.
To use SEO to generate leads, there are some key steps that you need to follow.
- Choose your keywords.
First, you must choose the keywords you want to target in your SEO strategy, just like PPC.
It is important to be able to reach users when they search for information. However, this requires that you understand exactly what your target audience is searching for.
SEO is optimizing for certain keywords and phrases. How do you decide which keywords to target?
This step isn’t any different since you can use the same tools and options available for PPC but include the keywords you come up with for your SEO strategy instead of the campaign.
Long-tail keywords continue to be the crucial items in this strategy since they indicate a clearer search intent. Your business will be more likely to match what users are looking for when they conduct specific searches.
Many free tools can help you determine which keywords will work best for your strategy.
A Chrome extension called “Keywords Everywhere” is one of the most used. This tool can show you the search volume and competition for any keyword. It can help you make better-informed decisions, so you can add it to the list of recommended tools so far.
- You must work on optimization.
SEO is a continuous lead generation process and effort. There are many ways to increase your visibility in search engines. Google considers hundreds of factors before presenting results for any search.
However, certain elements have a greater impact than others. Here are three areas where you can concentrate your efforts to increase your visibility and generate more leads:
1. On-page Optimization.
For users to visit your site, it is essential that you do on-page optimization, so they are able to view everything without issues and find the elements without many difficulties.
You will want to include a keyword on every page if you want to rank for that keyword. This can be found in the title, meta description, headings, or text. This tells search engines what pages you have so they can rank them accordingly.
2. Link Building.
Search engines want their users to get the best results possible, so they direct them to trustworthy, reputable websites. Each site’s trustworthiness is determined by its backlinks.
These links are to your content on authoritative sites. This tells search engines that other site owners consider your site worthy of sending traffic.
Google and other search engines will trust sites that have more links.
This increases your website’s credibility and improves your ranking in search results. This will increase your website’s visibility in search engines and help you get closer to your lead generation goals.
3. User experience
A positive user experience is essential for your website, so visitors are encouraged to stay and consider your services.
You can improve this by making certain aspects of the site work well, like the page speed, design, and navigation.
Slow loading pages are a major problem for users. Users will abandon a site that takes longer than a few seconds to load and return to search results.
If your website is slow, you risk losing business to your competitors.
You can use Google page speed insights to check how fast your page loads. It will suggest ways to improve your page’s speed and make it more efficient.
The design of your website has a huge impact on how users perceive it.
Your website should be modern and clean. Users will leave if your website is not attractive or modern. They prefer to visit sites that are up-to-date and not poorly designed.
Choose colors that are representative of your business and make sure you use them regularly. These colors will be associated with your business by people.
After you have a well-designed website, it’s time to create simple navigation.
People shouldn’t have to search for the information they need. You want your navigation to be easy and straightforward. It will make your site more enjoyable and help users stay longer.
These factors and others have an impact on your website’s rank because they affect your bounce rates.
The bounce rate refers to how many people leave your website and then return to search results. Your bounce rate can be reduced if your website is running smoothly.
Email Marketing Needs Implementation
Did you know that it is possible to earn $44 per $1 you spend using email marketing? It sounds crazy, but it is real, and this is a potential return on investment of 4400%.
Email marketing is one of the oldest forms of digital marketing. However, it still has the potential to bring in leads and convert them into clients.
Building a subscriber base is the first step in this strategy.
This can be done by adding signup forms on various website pages, such as the header, footer, pop-ups, and anything that makes people choose to join organically.
Avoid purchasing email lists that don’t add value to your efforts but can rather make your email address be added as spam and blocked over time because you are contacting people who aren’t really interested in your services.
People who voluntarily agree to hear from you are more likely to like you and convert.
Once you have established an emailing list, you can start sending information to your subscribers.
You can send information about sales, new products, and services or links to your content. To get an idea of your audience’s preferences, you can try out a variety of email types and adapt your strategy over time.
Email marketing is an excellent way to convert leads, especially considering that about 55% of consumers receive weekly promotional emails.
Create Buyer Persona profiles for Your Business
This is a profile of your ideal customer/supporter that must be quite detailed of who he/she is, and this allows you to step into their shoes and understand the thinking and challenges that lead them on the buyer’s journey.
Personas are created using real data from customers. They include demographics, concerns, goals, and motivations.
Understanding your ideal customer will help you align your marketing strategies to reach your goals. You can make new customers and build long-lasting relationships by staying in touch with your ideal customers.
This strategy can take a lot of time since it is hard to come up with the specific buyer persona for your business, but it is worth the time and hustle.
If you ask us, it is never too late to do this, and you can just focus on this strategy since the beginning of your marketing plan or when noticing that your target audience and persona aren’t what you thought.
Valuable But Private Webinars & Videos
Today’s marketers know that video content is more effective at selling and engaging customers than any other medium, and that’s because people are, unfortunately, too lazy to read.
Video content is more likely to be retained and competes quite well with what people consider boring text. Despite this, marketing professionals and companies often underestimate the potential of video content.
If you are planning to use this media format for your business, make sure you gate the option and earn something from it when it is quite valuable.
This is done by adding a short form, usually with an email submission, that people must fill out to view a video or register to attend a webinar.
To entice viewers to view the webinar or video, you can make the preface to the form with engaging copy and add bullet points about what the content is about to attract them.
You can also cut out an engaging portion of the video, show it to the viewer, and then ask them to complete a form to see the rest. They will be more interested in the video and likely to complete the form.
You have the ability to reach prospects all over the globe through webinars. This will allow you to increase your customer base and lower the cost per lead.
Here are a few tips you could follow to get better results during this strategy:
- Again, get to know your audience.
It is crucial to know your webinar audience in order to generate leads, and this is where creating a buyer persona falls again, so no, you cannot skip that strategy if you want others to work out.
- Determine the type of webinar that you are hosting.
There are many types of webinars, such as a masterclass webinar, question and answer webinar, or a demonstration one.
It is important to determine the right format for your message and the audience’s needs, which won’t make them bored and keep them interested.
A question and answer webinar focus on interacting more with the audience as you answer questions and give solutions.
Masterclass webinars can be educational since they provide solutions and address the needs of the audience overall.
For fencing companies, it would be a better idea to rely on QAs webinars, so you are able to connect better with your target audience, or if you want an educational one, add tips and tricks about fencing that pitches their interest.
- Make sure you prepare your presentation.
Now it is time to prepare content for your webinar.
Make sure to write a compelling introduction, build trust and rapport with your audience, and share your business story.
Provide them with actionable content that demonstrates how they can solve their problems and include a CTA (call-to-action) to make them submit for your services.
- Choose the right technology.
You have many options for delivering your webinar, including Zoom, Meetingburner, and Webinarjam.
Choose the right one for you based on your budget and how many people sign for the webinar as well.
Also, make sure you have good video and audio to conduct it.
- Promote your webinar.
This is an important part of the strategy, and just like you are trying to promote the fencing business to get each sale qualified lead, the webinar will need the effort as well.
You must promote your webinar at the right places to reach the right audience if you want to get high-quality leads, thanks to it.
Sending email blasts to your list can help you get it out there, and then include it in your newsletters or blog posts. To generate awareness for your webinar, you can also use Facebook ads and other social media options.
Work with Cross-marketing
You’re not the only one looking for more leads when it comes to lead generation, and we know you are aware of it.
Every business and sales team wants to reach more people and target the right prospects to close deals and sell products, and this is where the barter system or cross-promotion can be used for you and others to earn the same or a bit more in some situations.
Cross-marketing depends on which platform you are partnering with. In the case of a fencing company, what about joining a general platform where remodeling and renovations are included?
When choosing or joining one, you could also declare each other as partners and list each other on social media for leads.
Sites also seek guest posts from industry leaders. If you are the founder of your company or yourself working in this, you could suggest writing an article for their website that links to your lead generation landing pages.
It is important to identify companies, platforms, and brands that could benefit from your efforts and use this to help you grow while also getting a good deal from it.
Valuable Resources for Use
You can also offer more than webinars and other interactive and valuable content in this format by providing downloadable resources.
Once you have the resource, you can create a landing page that asks visitors for their email address to receive a copy of it will allow you to build your list and even bring more benefits and opportunities to convert people into clients.
If you aren’t sure about what to offer or design for your resource, ebooks, guides, ad anything digital, that won’t make you lose money.
The idea is to add the resources, so people will find the form you want them to complete when they click on the materials to download them.
Today, companies are developing easy-to-replicate templates that can be used by other companies to speed up their work, so you could also rely on this aspect.
The Local Lead Generation Process for Your Fencing Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Fencing Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Fencing Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.